Dare has created a Halloween-themed Tinder-style app that pairs people with black cats that have been rescued and need rehoming.
The agency launched the to persuade consumers to adopt black felines, which have a hard time being adopted compared with cats of other colours, particularly around Halloween.
The app, whose name is a play on Dare's "This is Dare" slogan, apes the swiping mechanic of Tinder, allowing users to swipe left or right through a series of cat profiles. When they swipe on the black cat named Scare, they are put into a conversation with a so-called "cat-bot".
Users are encouraged to adopt a black cat or donate money via a Virgin Money Giving , with proceeds being divided between Battersea Dogs & Cats Home, Cats Protection and Blue Cross.
According to RSPCA data, it takes 30.5% longer to rehome a black cat than it does a tabby cat, and 70% of the RSPCA's cats in care are either black or black and white. While the look and tone of the app is clearly tongue-in-cheek, it is designed to make people question their superstitions.
Michael Olaye, Dare's chief executive, said: "Who doesn’t love cats? It’s a shame to see so many black cats left behind while others get rehomed easily. It’s sad to think people are more likely to choose a tabby cat over a black cat just because of old superstitions, or because they’re not Instagram-friendly.
"At Dare, we work with new technologies and create digital experiences every day, so we thought we’d use our skills for a good cause this Halloween. We want to raise awareness, dispel the myths surrounding black cats and hopefully drive a few donations to animal shelters."
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